2015 Winners & Shortlists

The Brief

Applicators are ignored by most of the paint brands, though they are the first line of influencers for sales. Applicators in Saudi Arabia, similarly to most blue collar and household workers, are expats from Asia. They work hard and send their earnings back to their families. They are usually considered as low ranked people by locals. Hempel wanted to communicate with them knowing that they mostly don't have any identity of their own and crave for an opportunity to stand out of the crowd - to be respected, to be treated like a person who knows his job.

Creative Execution

The idea of colours being more than colours is totally unique in the paint market. It has an emotional bonding power with end customers as well as it is a great tool to give applicators more than just a price discount, like many other brands do. By empowering applicators Hempel can become a brand that actually cares about them and trains them to be more than simple guys from Asia who put paint on the wall.

Describe the creative solution to the brief/objective.

Applicators were given Mood Therapy, a crash course in how colors influence moods. Mood booklets were provided to them, thus converting them from mere applicators to Color & Mood consultants - this provided them with more confidence in approaching their clients while at the same time giving them job satisfaction and that feeling of being appreciated. We gave away smartphones as gifts, and the first thing they saw on their new mobiles was our Kindergarden film. In the film we showed how different colours can effect the mood and behaviour of children.

Results

In a matter of two weeks we were able to distribute 8,697 mood booklets and take the applicators through them. Record sales happened. Thanks to the applicators campaign and the ATL campaign with the same concept, Hempel yearly sales increased by 9%.